Amazon: The secret of its success?

Here’s a brief comment from RetailWire, in response to a discussion about Amazon. The thread centered around the question of whether assortment or pricing was Amazon’s secret weapon. I argue that execution and credibility are the most important aspects of the company’s growth:

Most impressive is Amazon’s ability to leverage its brand equity in category after category, fueling its growth. “Better and faster” are the key words here, because the company’s reputation for great execution — not just broad assortments and competitive prices — has allowed it to spread its wings dramatically over the past ten years. And the expansion has been deliberate and organic — from books to e-books and readers to a vast assortment of merchandise and digital services — all based on customers’ belief that the company will do what it says.


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